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Unit Four
Beware of ads!
Debate
 Do advertisements play a
positive or negative role in our
society?
Procedures
 Step 1: 1 minute’s presentation of each
side’s point.
 Step 2: 8-10 minutes’ free debate, which
begins with the cons’ questioning.
 Step 3: 1 minutes’ final statement for each
side.
Answers for reference
 Pros:
 Daily life needs advertisements because the
main function of advertising is to
disseminate information on commodities,
services, culture, employment, student
enrollment and even marriage.
 Advertising itself is a business that has
provided a great number of jobs.
 3. With advertisements, people save a lot of
time in shopping, looking for jobs, etc.
 4. Advertising is a process of artistic creation.
 5. Without advertisements, newspapers,
commercial radios and television companies
could not survive.
Cons:
 1. Fake advertising cheats consumers and,
in some serious cases, threatens people’s
lives.
 2. Advertisements are not based on the
quality of the goods, but on the principle that
if one keeps talking about the same thing
long enough, eventually people will pay
attention to it.
 3. Advertisements on TV are a nuisance讨厌
的东西: they interrupt television programs at
a shocking frequency.
 4. Big companies make huge profits out of
advertising.
 5. Consumers have to pay more for the
goods owing to the advertising expenses.
Advantages of advertising
 1. informative
 2. educational
 3. recreational
 4. inspiring
 5. economy-promoting
Disadvantages of Advertising
 It encourages people to buy things they don’t




need, so it is a kind of waste of money;
It is often dishonest and people are often
cheated;
It can make people unhappy when they can’t
afford to buy things; it can create stupid
dreams and fantasies;
It encourages children to buy food that may
be harmful to their health;
People, esp. youngsters, will imitate
unhealthy ads.
After-debate activity
 You should vote in the best
debater in the debate and some
of you should comment on the
whole debate.
Asking for clarification
 What do you mean by… ?
 What did you say just now?
 Could you explain that again?
 Could you explain what you just said?
 Excuse me, I’m not very clear about …?
Clarifying
 It means…
 What I’m saying is… / All I’m saying is …
 What I’m trying to say is…
 What I wanted to say was…
How to be a good ads?
Guidelines for TV ads.
Early product identification
High repetition
Novelty
Visual and semantic image
Music association
Humor
Discussion
Early product identification:
the product is introduced early in
the advertisement
High repetition:
the product name is repeated
frequently throughout the
advertisement
Discussion
Novelty:
something about the advert
attracts you because it’s new and
different
Visual
and semantic image:
the advert uses both language and
visual impact to convey the
message and encourage you to buy
the product
Discussion
Music association:
the background music reinforces
and complements the product’s
image
Humor:
The advertisement makes you laugh
Advertising Campaign
Directions:
Suppose you belong to an advertising
agency. You have just received a project:
Design an advertisement for one of the
following products. Work with your group
members to plan an advertising campaign.
Try to appeal to the greatest number of
people possible.
Later, Each group shows their ad to the class. Which
group has the best .
Bicycle
 Lightweight aluminum铝 frame
 Folds easily
 Easy to carry
 Made in Taiwan
Laptop computer
 Uses batteries or electric outlet
 Weighs about 9 pounds (about 4 kilos)
 On sale at 50% off
Running shoes
 For running or jogging
 Light and comfortable
 Made in Korea
Steps:
a. Decide on the advertising
target.
b. Determine the selling features
of the product.
c. Name the product.
d. Create a catchy容易记住
slogan for the product.
e. Decide on the kind of media
to use.
f. Create an advertisement for
the product.
Terms Related to Ads
advertising agency 广告公司
advertising agent 广告代理商
advertising cycle 广告周期
advertising claims 广告词
advertising campaign 广 告 宣 传 活
动
Terms Related to Ads
advertising budgets 广告预算
attention getter 广告妙语
copywriter 广告撰稿人
flyer 广告传单
slogan 广告口号
spot announcement 插播广告